Creating Customer Relationships: Is it the Person or the Brand

Created by Julie Cunnyngham on December 10, 2010

Companies dedicate large budgets to cultivating, promoting and protecting their brands in the marketplace. The brand is their “face” to the world, and ensuring its success is paramount to driving the bottom line. But when it comes to the moment of purchase, how important is the brand in comparison to the person—the real face—who is executing the transaction?

Slides and a 4-part video capturing the presentation made by Beth Schelske and Keith Fenhaus “Creating Customer Relationships: Is it the Person or the Brand” at the Motivation Show in Chicago.

Keys Takeaways:

    • Differentiate the value of the person vs. the brand
    • Two critical factors that impact the performance of the salesperson
    • Explanation of the concept of Human Value Connection

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